Winning Over Baby Boomers with High-Quality Product Imagery


In today’s ever-evolving ecommerce landscape, the battle for consumer attention and loyalty rages on. Among the many factors that influence shoppers’ decisions, one stands out as a game-changer: high-quality product imagery. This insight takes center stage in our Baby Boomers & e-commerce: Understanding Generational Sentiment study, a survey of more than 1,000 consumers. It explores the distinct expectations of baby boomer consumers, including the significant influence of visual content on their shopping experience.

Baby boomers, aged between 60 and 77, represent a significant and influential demographic in the retail world. They are discerning shoppers who prioritize informative and engaging product imagery when making online purchases.

One striking revelation from the study is that baby boomers express higher expectations for ecommerce experiences compared to other generations. While only 14% of boomers report being very satisfied with product imagery, 19% of the general population expresses similar contentment. This satisfaction gap underscores the importance of catering to the unique demands of baby boomer consumers.

The Price of Mismatched Expectations

For retailers, the cost of not meeting these expectations can be steep. The report reveals that 40% of baby boomers are highly unlikely to shop again at a retailer if a product does not align with its online image. This statistic significantly surpasses the 26% of the general population who share a similar sentiment. In essence, poor visual representation can lead to a sharp drop in customer loyalty among baby boomers, putting retailers at risk of losing a substantial portion of this market segment.


The Power of Immersive Imagery in Premium Purchases

The impact of product imagery is particularly pronounced in the furniture industry. An overwhelming 76% of baby boomers are less inclined to purchase furniture online if they are unable to access adequate imagery, especially for specific colors or finishes. Furthermore, 76% express a greater likelihood to make a furniture purchase when they can view an item from every angle.

The importance of immersive imagery extends even further, with 64% of baby boomers more inclined to buy furniture if they can visualize it within their living spaces using their smartphone cameras. In essence, retailers in this sector must prioritize comprehensive and engaging product visuals to capture the attention and trust of baby boomer consumers.

Context Matters

Understanding the aesthetic and interests of baby boomers is key to success. The study reveals that 66% of this generation is more likely to purchase a product when the images present it in a context that aligns with their tastes. Brands and retailers that can convey a product’s value by showcasing it within a relevant and appealing context stand to win over the hearts and wallets of baby boomer shoppers.

Navigating Return Challenges

While baby boomers may be less prone to returning items compared to other generations, they report greater difficulties when they do decide to initiate returns. Only 28% of boomers returned large items due to appearance or size discrepancies, in contrast to 45% of the general population. This highlights a critical issue: retailers must prioritize accurate visual representation to minimize returns and optimize the customer experience.

High-quality product imagery emerges as a linchpin in securing their loyalty and trust. By prioritizing accurate and engaging product visuals, brands and retailers can build lasting connections with this critical demographic, ultimately driving sustainable revenue growth. Baby boomers are a critical consumer group for brands and retailers, and their expectations for high-quality product imagery online cannot be ignored.

The message is clear: visuals matter, especially when it comes to winning the hearts and wallets of the influential baby boomer generation.

Jeff Griffin is VP of Strategic Accounts at Nfinite. He has helped drive the growth of Fortune 50 CPG brands and the creation of entirely new digital merchandising and advertising platforms in the world’s largest global retailers. Prior to joining Nfinite, Griffin helped lead the creation of new interactive in-store media and mobile consumer engagements, including the world’s largest digital place-based media network with over 150 million weekly viewers across two continents, the world’s largest mobile proximity network at retail reaching an audience of over 2 million daily shoppers, and the nation’s first national beacon-enabled digital place-based network.  Prior to that, Griffin held sales management and marketing management roles at P&G, Nestle, Nabisco, and Kellogg.

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